THE INFLUENCE OF LIKERS AND VIEWERS ON ONLINE SHOP PRODUCT REVIEW IN INSTAGRAM
ABSTRACT: Online Social
networking websites are very popular and
become a part of life, many firm sees this as an opportunity to target
new media for marketing. The purpose of
this research is to find the reasons of using Instagram platform for marketing.
The research is conducted from users as well organizations through online
survey of instagram. This research is
causal type research uses quantitative method which is using questionnaire as a
tool to gather data and analysis. The study is conducted through Instagram and
will be implemented on Review product. The results showed a linear relationship
in the Multiple Regression model, in the other words all the variables
affecting consumer preferences simultaneously. Partial test results showed that
variables such as Likers, most have a very significant influence. The marketers
used instagram in their marketing process by posting the product review and
considering about the importance of Likers influences in advanced to see
people's interest. The owner of online shop must also evaluate other important
factors that affect the consumer preference, regarding with the continuity of
business in the future.
Author: Tri Sutrisno Kangiden
Journal Code: jpmanajemengg150074
